Employee Branding - The Employee Value Proposition (EVP)

Thursday, 08 October 2009 00:49

As an opening thought, you have to realize that great brands are built inside out - by motivated and committed employees who understand the organisation's vision, values and behaviours and the role they play in delivering to these. The Employee Value Proposition (EVP) that a company develops will do more than fulfill the needs of HR and Talent Management functions. The EVP - when aligned and clearly articulated - shapes the culture of an organisation and is central to the employee experience. This experience will assist the organisations' ability to attract and retain the best possible talent in the market.

The only strategy that really counts is the one in our people's heads, hearts and hands when they come to making a decision.

Coherence Infographic

Employee Value propositions (EVP)
Employee value propositions can fundamentally assist organisations in this context in attracting, obtaining and retaining the best people. This is achieved via clearly defining what your employment brand stands for, and clearly understanding what your defined audience of current and prospective employees are looking for. You will need to match these two in a way that is credible (to your current employees), relevant to the prospective employees you wish to attract, unique, relative to the competition who are also trying to attract high performers, and sustainable - such that it can be consistent and stand the test of time.

Convergence of values and goals Infographic

Benefits of an aligned EVP- External
1. Customers and Distribution Channels-Existing and New

  • Provides customers with a clearer understanding of the value proposition, delivering greater ease and more meaningful, dimensional and sustainable relationships.

2. Community

  • Provides the community with a greater and clearer understanding of the reason they exist, how they are positioned, what they believe in and what role they play in the broader community.

3. Potential Employees

  • Greater clarity and simplicity about the organisation ,what they stand for and what a career with them looks like.
  • A distinctive and clear EVP, internally and externally aligned that attracts the best graduates.
  • A clear market leader to seek out amongst a myriad of competitors.

Companies with Strong Brands have a strong Employer Brands

  • Westpac
  • Nike
  • GE
  • News Limited
  • Fuji Xerox
  • Cochlear
  • Procter and Gamble
  • PepsiCo
  • Nestle

Employee Branding At IBM
"If I could have chosen not to tackle the IBM culture head-on, I probably wouldn't have. My bias coming in was toward strategy, analysis and measurement ... In comparison, changing the attitude and behaviors of hundreds of thousands of people is very, very hard ... [Yet] I came to see in my time at IBM that culture isn't just one aspect of the game - it is the game."
-Lou Gerstner, Who Says Elephants Can't Dance

Embedding Employee Branding Infographic